O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/44 |
Resumo: | What is common among individuals is the fact that all are consumers and their consumption decisions affect the economic environment in the local and global level. So to Schiffman and Kanuk (2000), consumer behavior is a bit of much importance for marketing. In a globalized market, it is increasingly important to understand the dimensions that balance consumer preferences between global and local brands (Schuiling & Kapferer, 2004; Ritzer, 2007). Much of the sales of sporting goods has been influenced by the endorsement of celebrities and athletes in the sport, which can impact the consumer's attitude toward advertising, brand and purchase intent (Carlson, Donavan, & CUMISKEY, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considering the celebrity endorsement and brand studies, this work has as main objective to verify the impact of celebrity endorsement with the intention of buying products from global and local brands. The specific objectives are: i) verify that the celebrity endorsement impacts the intention of buying products from global and local brands; ii) identify the type of celebrity (global and local) impacts at different levels, the intention of buying products from global and local brands, considering the involvement with the product; iii) analyze the impact of celebrity endorsement with the intention of buying products from global and local brands, considering ethnocentrism. To answer the proposed problem, an investigation was carried out with the quantitative methodology and designed an experiment that allowed to understand the relationships of cause and effect between the study variables. Experiment participants were 244 Brazilian consumers. Respondents were divided into 6 groups, and 2 were control groups and 4 were experimental groups. Through the experiment, it was observed that the prestige of global brand more influence on purchase intent than the celebrity endorsement. Added to this, there was no statistical evidence that the global celebrity impacts more than the local celebrity. Finally, we discuss the results and offer up possibilities for future studies. |
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Strehlau, Vivian Iarahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4791574A9Spers, Eduardo Eugêniohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4793062J7Claro, Danny Pimentelhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4796798J7CPF:37881007885http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8703860U2Brandão, Mariana Hammel2016-10-13T14:10:04Z2016-05-052016-03-29BRANDÃO, Mariana Hammel. The use of celebrity endorsement of global and local brands: an experiment with sports brands. 2016. 145 f. Dissertação (Mestrado em Gestão Internacional) - Associação Escola Superior de Propaganda e Marketing, São Paulo, 2016.http://tede2.espm.br/handle/tede/44What is common among individuals is the fact that all are consumers and their consumption decisions affect the economic environment in the local and global level. So to Schiffman and Kanuk (2000), consumer behavior is a bit of much importance for marketing. In a globalized market, it is increasingly important to understand the dimensions that balance consumer preferences between global and local brands (Schuiling & Kapferer, 2004; Ritzer, 2007). Much of the sales of sporting goods has been influenced by the endorsement of celebrities and athletes in the sport, which can impact the consumer's attitude toward advertising, brand and purchase intent (Carlson, Donavan, & CUMISKEY, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considering the celebrity endorsement and brand studies, this work has as main objective to verify the impact of celebrity endorsement with the intention of buying products from global and local brands. The specific objectives are: i) verify that the celebrity endorsement impacts the intention of buying products from global and local brands; ii) identify the type of celebrity (global and local) impacts at different levels, the intention of buying products from global and local brands, considering the involvement with the product; iii) analyze the impact of celebrity endorsement with the intention of buying products from global and local brands, considering ethnocentrism. To answer the proposed problem, an investigation was carried out with the quantitative methodology and designed an experiment that allowed to understand the relationships of cause and effect between the study variables. Experiment participants were 244 Brazilian consumers. Respondents were divided into 6 groups, and 2 were control groups and 4 were experimental groups. Through the experiment, it was observed that the prestige of global brand more influence on purchase intent than the celebrity endorsement. Added to this, there was no statistical evidence that the global celebrity impacts more than the local celebrity. Finally, we discuss the results and offer up possibilities for future studies.O que é comum entre os indivíduos é o fato de que todos são consumidores e as suas decisões de consumo afetam o ambiente econômico, no âmbito local e global. Sendo assim, para Schiffman e Kanuk (2000), o comportamento do consumidor é um pouco de muita importância para o marketing. Em um mercado mais globalizado, há cada vez mais importância em compreender as dimensões que balançam as preferências dos consumidores entre marcas globais e locais (Schuiling & Kapferer, 2004; Ritzer, 2007). Grande parte das vendas de artigos esportivos tem sido influenciada pelo endosso de celebridades e atletas do esporte, que pode impactar a atitude do consumidor em relação à propaganda, marca e intenção de compra (Carlson, Donavan, & Cumiskey, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considerando o endosso de celebridade e os estudos de marca, este trabalho tem como principal objetivo verificar o impacto do endosso de celebridade na intenção de compra de produtos de marcas globais e locais. Os objetivos específicos são: i) verificar se o endosso de celebridade impacta a intenção de compra de produtos de marcas globais e locais; ii) identificar se o tipo de celebridade (global e local) impacta, em níveis diferentes, a intenção de compra de produtos de marcas globais e locais, considerando o envolvimento com o produto; iii) analisar o impacto do endosso de celebridade na intenção de compra de produtos de marcas globais e locais, considerando o etnocentrismo. Para responder o problema proposto, foi realizada uma investigação com a metodologia quantitativa e elaborado um experimento, que permitiu entender as relações de causa e efeito entre as variáveis do estudo. Participaram do experimento 244 consumidores brasileiros. Os respondentes foram divididos em 6 grupos, sendo que 2 eram grupos de controle e 4 eram grupos experimentais. Por meio do experimento, observou-se que o prestígio da marca global influência mais na intenção de compra do que o endosso da celebridade. Somado a isso, não houve evidência estatística de que a celebridade global impacta mais do que a celebridade local. Por fim, discutem-se os resultados e oferecem-se possibilidades para futuros estudos.Made available in DSpace on 2016-10-13T14:10:04Z (GMT). No. of bitstreams: 1 Mariana Hammel Brandao.pdf: 4096788 bytes, checksum: c1a710c0656636f319558f66fd21ae06 (MD5) Previous issue date: 2016-03-29application/pdfhttp://tede2.espm.br/retrieve/253/Mariana%20Hammel%20Brandao.pdf.jpgporAssociação Escola Superior de Propaganda e MarketingPrograma de Mestrado em Administração da ESPMESPMBRGestão Internacionalendosso de celebridadecomportamento do consumidormarketing internacionalmarcascelebrity endorsementconsumer behaviorinternational marketingbrandsCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSO uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivasThe use of celebrity endorsement of global and local brands: an experiment with sports brandsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMORIGINALMariana Hammel Brandao.pdfapplication/pdf4096788http://tede2.espm.br:8080/tede/bitstream/tede/44/1/Mariana+Hammel+Brandao.pdfc1a710c0656636f319558f66fd21ae06MD51TEXTMariana Hammel Brandao.pdf.txtMariana Hammel Brandao.pdf.txttext/plain201590http://tede2.espm.br:8080/tede/bitstream/tede/44/2/Mariana+Hammel+Brandao.pdf.txt27284b59b9879ce6830d952eed3da3caMD52THUMBNAILMariana Hammel Brandao.pdf.jpgMariana Hammel Brandao.pdf.jpgimage/jpeg3347http://tede2.espm.br:8080/tede/bitstream/tede/44/3/Mariana+Hammel+Brandao.pdf.jpgbfdd2df2720c696277a3273d6762533bMD53tede/442016-10-14 01:02:34.694oai:tede2.espm.br:tede/44Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2016-10-14T04:02:34Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
dc.title.alternative.eng.fl_str_mv |
The use of celebrity endorsement of global and local brands: an experiment with sports brands |
title |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
spellingShingle |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas Brandão, Mariana Hammel endosso de celebridade comportamento do consumidor marketing internacional marcas celebrity endorsement consumer behavior international marketing brands CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
title_full |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
title_fullStr |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
title_full_unstemmed |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
title_sort |
O uso de celebridades no endosso de marcas globais e locais: um experimento com marcas esportivas |
author |
Brandão, Mariana Hammel |
author_facet |
Brandão, Mariana Hammel |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Strehlau, Vivian Iara |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4791574A9 |
dc.contributor.referee1.fl_str_mv |
Spers, Eduardo Eugênio |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4793062J7 |
dc.contributor.referee2.fl_str_mv |
Claro, Danny Pimentel |
dc.contributor.referee2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4796798J7 |
dc.contributor.authorID.fl_str_mv |
CPF:37881007885 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8703860U2 |
dc.contributor.author.fl_str_mv |
Brandão, Mariana Hammel |
contributor_str_mv |
Strehlau, Vivian Iara Spers, Eduardo Eugênio Claro, Danny Pimentel |
dc.subject.por.fl_str_mv |
endosso de celebridade comportamento do consumidor marketing internacional marcas |
topic |
endosso de celebridade comportamento do consumidor marketing internacional marcas celebrity endorsement consumer behavior international marketing brands CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
celebrity endorsement consumer behavior international marketing brands |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
What is common among individuals is the fact that all are consumers and their consumption decisions affect the economic environment in the local and global level. So to Schiffman and Kanuk (2000), consumer behavior is a bit of much importance for marketing. In a globalized market, it is increasingly important to understand the dimensions that balance consumer preferences between global and local brands (Schuiling & Kapferer, 2004; Ritzer, 2007). Much of the sales of sporting goods has been influenced by the endorsement of celebrities and athletes in the sport, which can impact the consumer's attitude toward advertising, brand and purchase intent (Carlson, Donavan, & CUMISKEY, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considering the celebrity endorsement and brand studies, this work has as main objective to verify the impact of celebrity endorsement with the intention of buying products from global and local brands. The specific objectives are: i) verify that the celebrity endorsement impacts the intention of buying products from global and local brands; ii) identify the type of celebrity (global and local) impacts at different levels, the intention of buying products from global and local brands, considering the involvement with the product; iii) analyze the impact of celebrity endorsement with the intention of buying products from global and local brands, considering ethnocentrism. To answer the proposed problem, an investigation was carried out with the quantitative methodology and designed an experiment that allowed to understand the relationships of cause and effect between the study variables. Experiment participants were 244 Brazilian consumers. Respondents were divided into 6 groups, and 2 were control groups and 4 were experimental groups. Through the experiment, it was observed that the prestige of global brand more influence on purchase intent than the celebrity endorsement. Added to this, there was no statistical evidence that the global celebrity impacts more than the local celebrity. Finally, we discuss the results and offer up possibilities for future studies. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-10-13T14:10:04Z |
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2016-05-05 |
dc.date.issued.fl_str_mv |
2016-03-29 |
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info:eu-repo/semantics/masterThesis |
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publishedVersion |
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BRANDÃO, Mariana Hammel. The use of celebrity endorsement of global and local brands: an experiment with sports brands. 2016. 145 f. Dissertação (Mestrado em Gestão Internacional) - Associação Escola Superior de Propaganda e Marketing, São Paulo, 2016. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/44 |
identifier_str_mv |
BRANDÃO, Mariana Hammel. The use of celebrity endorsement of global and local brands: an experiment with sports brands. 2016. 145 f. Dissertação (Mestrado em Gestão Internacional) - Associação Escola Superior de Propaganda e Marketing, São Paulo, 2016. |
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ESPM |
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